Create Your Own Iconic Brand: Multi-Sensory Branding: Velocity Conference Preview

I am excited to announce the next presentation for the 2019 edition of the Velocity Conference. This year’s event will be held April 29 – May 1, 2019, at the Le Méridien Charlotte in Charlotte, NC.

Over the next few weeks, we will be announcing the entire lineup of icons, geniuses, and mavericks who will educate, challenge and grow private brands for years to come.

Register Today!

Today’s speaker is Michelle Harper. She plays a key role in the development of fragrances for Arylessence clients around the globe.

As Vice President of Scent Design and Technical Services, she leads a team of talented scent designers, fragrance chemist, and technical professionals that integrate marketing strategy, creativity, innovation, science, and technology.

The Arylessence scent design approach includes understanding the competitive dynamics in the private brand marketplace, as well as the client’s distinct marketing objectives.  From this understanding, Michelle and her teams build a strategic platform for scent design that creates winning fragrances and positive brand growth opportunities.

A chemistry graduate of Rutgers University, Michelle believes that good science is critical to the creative process. The scent design and technical services teams work closely with Arylessence perfumers to develop innovative, winning fragrances; effectively managing the integration of fragrance formulations and intentional marketing into the product’s design.

Michelle enjoys working with her team and client product development groups to bring strategic sensory branding to life; ultimately establishing winning private brands that customers love.

She will present:

Create Your Own Iconic Brand: Multi-Sensory Branding

In this exciting presentation, Michelle will unpack the connection between leading lifestyle trends and emotional multi-sensory branding that establishes category leaders. In today’s experiential driven marketplace, multi-sensory touch points are more important than ever.  Successful and iconic brands take a strategic and thoughtful approach to the multiple sensory signals that matter to customers. Discovering how to successfully make these critical connections in the product development process will dramatically elevate your private brand to icon status!

Register Today!

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.